A 2012 Fudan University study into the Opinion Leaders of Chinese Micro Blogs measured Weibo identities. Criteria was based on their circle of influence in traditional media and on the Internet, relationships with Weibo fans and other Weibo users, active participation and contentiousness of topics raised.

The report, led by Zhang Zhi’an, concluded that males have significantly more influence on Sina Weibo. The top 20 bloggers are all men, as are 91 of the top-100. The most influential bloggers are aged between 30 and 40, accounting for 72 of the top 100.

Media people on Weibo have the largest fan count and post news from the most sources. Although there are more entrepreneurs on the list, much of their fan base is low quality; this is both inactive fans and ‘fictitious fans’ – a social media issue in most parts of the world, where fake fans and followers have been created to give the perception of increased popularity. The study accounted for this issue.

Although Government agencies, party organs and individual officials have set up more than 50,000 weibo accounts (Source: The Economist), no Government official is among the top-100.

Women should definitely not be ignored on Weibo, especially for businesses, as they are more likely to share product and brand information.